making your

strategies for success in a global economy

BLUE OCEANMAKING YOUR COMPETITION IRRELEVANT

Markus Raetz

CHANGE

PROCESS

CONTENT

CONTEXT

CONTENT PROCESS

CARTRAIN

BOATPLANE

TRANSPORTATION

CAR TRAIN

BOAT PLANE

LEISURE

NEW CONTEXT FOR HOSPITALITY

Luxury Hotels

Mid-market Hotels

DEFINE THE CATEGORY

“By being everything to everyone you're nothing to anyone”- Stephen Herfst

Focus is often a matter of deciding what things you’re not going to doJohn Carmack

costconstruction costs

operational costs

MODULAR CONSTRUCTION

ASSET HEAVY STRATEGY

value

luxury

BRAND

proposition: living, bar and efficient room

position: experience

market: specific niche

approach: digital, tech

NEW ECONOMY

$35.00 bn

$81.16 bn

BRAND VALUATION

Income

Cost

EBITDA

Direct comparison

HOW CAN WE CHANGE OUR VALUE CONTEXT?

COMPARED*

$12.17 bn

$11.61 bn

$28.45 bn

$46.72 bn

* July 2-19 data

RAOK

OUR FUTURE

HOTEL? / OFFICE? / HOME? / NETWORK?

compete

beat competition

segmentation

value-cost trade-off

differentiated

competition irrelevant

channel and digital

new business processes

RED OCEAN BLUE OCEAN

Age is an issue of mind over matter

If you don’t mind, it doesn’t matter

Mark Twain

YOUNG THINKINGThe anti “millennial” conversation

NO

yes